XII. Volkswagen - VW Art Heist
What did we create?
Quite simply put, we used the design of the all-new Jetta GLI and the anticipation of its launch to create art worth stealing. 1 x :30s TV spot
1 x Organic social campaign (FB, TW)
Experiential activation Canada-wide
Want to feel the rush of fine-tuned Volkswagen performance, all while feeling the rush of an art heist? Do yourself a favour and watch the case study for the VW Art Heist below.
Why is this project one of my faves?
The VW Art Heist was the first project I was able to contribute to outside of admin work, as a newly hired intern. And, what a first project it was. The VW Art Heist was a supplementary component to the launch of the all-new 2012 Jetta GLI, where we amplified the traditional campaign leveraging light painting assets shot for the TV spot, creating limited edition art pieces.
This is where it gets fun. When social media campaigns were just taking flight (2011), we leveraged Facebook and Twitter to create a scavenger hunt across the country for the limited edition art pieces. The campaign took off, as it was such an organic approach to an otherwise big budget launch.
For me, the best part of the entire project was working closely with an uber talented team for the first time in my advertising career.
What role did I play?
Account Coordinator - Red Urban (an Omnicom company)Like I said before, once a coordinator, always a coordinator.
Being relatively junior in my career, I was the do-er in the equation. I learned about what it takes to be a sound project manager, and inherently a solid expectation manager. I built workback schedules to keep the project on track, lead creative reviews with our marketing counterparts, recapped feedback and relayed to the creative team, producers, strategists, etc.
Nothing glam about the role I played, but all in all, I was a teamplayer, and learned very quickly that all successful projects take a well-oiled team.
How did I add value to the project?
aTtenTiOn to dEtaIl. I write attention to detail (how funny would it be if there was a typo in this sentence?) this way because everyone says this about themselves when interviewing. However, I think as a junior, it’s crucial to understand the importance of this skill, it’s a brilliant basic that sets you up for success through the rest of your career. I was the feedback person, the consolidator if you will. I brought everyone’s vision to life by keeping the lines of communication open at all times.
Who did I learn from?
Marketing: Lynne PietteExecutive Creative Director: Christina Yu
Senior Art Director: Joel Pylypiw
Senior Copywriter: Dave Barber
Account Planning: Caroline Kilgour, Sonia Ruckemann
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